COM 107 Lecture Notes - Lecture 4: Jerry Della Femina, Cultural Revolution, Technological Revolution
13 Sep 2016
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The power of knowing something rather than thinking something: uncle lou, people who know, rule in the advertising world. The nature of the adversary strengths, weaknesses, habits, tendencies, history. His/her own army size, skills, organization, assets, strengths/weaknesses, history. From the latin, ad vetere, meaning to draw attention to . Whose attention is attracted: a promising, potential customer or an irrelevant passerby: we"ve just defined the central dilemma an advertising person faces. How to produce disruptive, original, attention-getting creative work. How to ensure it has a strategic foundation aligned with the brand"s current meaning, its ambitions and the customer"s needs: it requires a unique cast of mind or combination of minds to manage this dilemma. Defend the brand"s strategic interests and integrity: advertising favors the peripatetic mind. The newhouse model vs. narrower ad school approach. If you want to stumble upon something, you need to get up and walk around. einstein.
